No color added: the new Coca-Cola classic

Aluminum cans – with out without color – are recyclable. But so-called naked cans, like the one above designed by Harc Lee, not only eliminate the air and water pollution involved in the initial printing process, but also save on the energy required to later remove the toxic paint before recycling can even begin. It’s a great-looking design and it certainly works for a brand like Coca-Cola, whose logo is so recognizable it hardly needs any color, but I’m not sure how lesser-known beverage companies will take to the idea. Can you imagine confronting a cooler full of aluminum cans and trying to sort through them to find your brand of choice? That’s a challenge I bet a lot of us would be willing to undertake, but how to convince advertising…?